For those of us with a birthday that falls around Christmas, this is the time of year when the once bulging alcohol cabinet starts to become bare. Yes, whilst harvest season in the fields dictates September as a traditional a time of bounty, my Christmas and birthday gifts are starting to vanquish after nine months of enjoyment from feast to famine, one sip at a time.
What that means, for me at least, is that the dusty bottles in the depths of the cupboard begin to see the light of day and a treasure trove of previously forgotten brands – and memories – start to surface.
In the past fortnight I rediscovered creamy South African Amarula, reignited my friendship with a Brazilian cachaca and made an acquaintance with a totally forgotten and neglected bottle of Japanese sake.
What do these have in common? Well yes, they were all holiday purchases, most of which were purchased in GTR, and each, like an unearthed photo album, brings back joyous memories of distant travel adventures and exploration.
Of course, that exploration extended beyond new cities, beaches and mountains and into the more familiar, but still unexplored land of the nearby On Premise – yes, the bars, restaurants and hotels that often deliver the fondest memories of our travel. There really is very little that beats the first local brew, perfectly served and delivered to the table knowing that the out of office is on and the feet are up.
Be it a Peruvian pisco, a Belgian blonde or a Spanish sangria, sampling the local tipple is an essential part of any travel adventure, evidenced by the 36% of global consumers who tell us that “trying local drinks” is one of their favourite holiday activities, second only to the 47% selecting “trying local food”.
In this relaxed, but experimental state, holidaymakers are keen to trial new and different drinks, which offers an opportunity for drinks brand to build awareness, generate affinity and develop relationships with consumers.
And with global travel all but fully recovered post-Covid – international tourism ended 2023 at 88% of pre-pandemic levels – those opportunities should be a priority for both local and global brands alike. 
Indeed, while 36% of consumers like to try local drinks, a not too shabby 31% like to trial new drinks while abroad, regardless of whether these are local brands or simply brands that have not been previously trialled.
That’s why, for many global drinks suppliers, a strategy for global key cities has been prioritised, critically incorporating many tourist hotspots within it to showcase brands to an eager, experimental and enlarged potential audience.
However, this is easier said than done, especially when, for those few weeks of intense trading, the competition for eyeballs is fierce. Talk a walk down the promenade of any holiday hotspot in summer and you will be sure to see a plethora of branded A-Boards, umbrellas and menus.
That’s why a strategy to target tourist venues requires more than just a seasonal approach. Forming partnerships with key venues and supporting through the lean months will develop a level of loyalty that means brands are well positioned when the hoards come flocking. Combine this with genuinely exciting activations that add to holiday experiences will unlock the triple win of benefiting operators, consumers and your brand equity.
Of course, that necessitates a lot of effort and investment. From researching the venues which provide the greatest return (both on investment and on equity), to the in-outlet support and cost of activation itself, this approach will only work with substantial endeavour. Is the reward worth it? Well, our research shows that “while on holiday” is the second most common occasion for consumers to trial new drinks and the most popular occasion for consumers to look to add drinks to their normal drinking repertoire.
In fact, nearly ten years ago, as the Aperol Spritz boom was just about to take off, we asked drinkers of the cocktail in the UK where they first tried it. The answer? While on holiday, of course.
However, for brands to take advantage of this opportunity, a joined-up, multi-channel strategy is needed. While activating in local hotels, bars and restaurants may tempt consumers to trial and build awareness, conversion probability (for both purchase and then repeat purchase) is at its peak immediately after. And this is where Global Travel Retail comes in. Yes, those duty free venues where the holiday buzz has all but worn off can act as the perfect extension of holiday experiences and, if you are able to activate consistently across both channels, will prolong and boost brand trial, awareness and equity.
To learn more about CGA’s REACH survey and other sources of consumer insights for suppliers and operators across global markets to support your global strategies, click here or contact Charlie Mitchell here.
Originally published in Global Drinks Intel Magazine
